Apresentação de Peter Sells no Mobilize Breakfast
Transcript of Apresentação de Peter Sells no Mobilize Breakfast
The future of mobile marke0ng....is now
Peter SellsBBH
@sellsy
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HOW THE MOBILEREVOLUTION CHANGES MARKETING
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l PRIVATE COMPANY ESTABLISHED IN 1982l NOW 988 PEOPLE ACROSS SEVEN OFFICESl TOTAL BILLINGS OF $1.5BN
WHO IS BBH?
NEW YORK1998
LONDON1982
MUMBAI2008
SINGAPORE1996
SAO PAULO2002
SHANGHAI2005
LOS ANGELES2011
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OUR CLIENT BRANDS
X
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“We are no longer in the age of Interrup0on, we are in the age of
Engagement”
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“We are no longer in the age of Interrup0on, we are in the age of
Engagement”Nigel Bogle, 2005
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TODAY ...IS MY LAST DAY AT
BBH
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CULT OF THE FUTURE
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2006: Year of Mobile2007: Year of Mobile2008: Year of Mobile2009: Year of Mobile2010: Year of Mobile2011: Year of Mobile
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1993 2012
Mobile Predictions
“no more than 600kwill ever be connected inUK”
75 million
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Mobile Predictions
The most profitable service ever created
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Mobile Predictions
725,000 Apps
25 Billion downloads
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Google offices
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Google offices
Now + 2 years
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2nd August 2014
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UPGRADEText
DISRUPTION&
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18 months -‐> 9 months
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89% OF ALL PHONES SOLD ARE SMARTPHONES
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NO. OF BABIES BORN EACH DAY
NO. OF ANDROID DEVICES ACTIVATED EACH DAY
371K
1M
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Internet is Ubiquitous
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BY 2014 MOBILE WILL THE PRIMARY CHANNEL FOR GLOBAL
INTERNET CONSUMPTION, PRIMARY BECAUSE IT WILL BE FIRST IN THE USERS DECISION
TREE, AND BECAUSE IT DOMINATES TIME SPENT ONLINE.
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TextDISRUPTION
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DISRUPTION
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DISRUPTION
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DISRUPTION
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DISRUPTION
SALES DECLINING SINCE 2005
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DISRUPTION
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DISRUPTION
MOBILE = $10 BILLION
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DISRUPTION
LAST QUARTER=115 BILLION MINUTES
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DISRUPTION
MAP SALES HALVEDSINCE 2005
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DISRUPTION
FT MOBILE NOW EXCEEDSPRINT
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DISRUPTION
IOS THE BIGGEST GAMING PLATFORM FROM ZERO IN 4 YEARS
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DISRUPTION
MOBILE MUSIC = 30% OF ALL MUSIC REVENUES. EXPECTED TO REACH $5B
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DISRUPTION
SO WHAT ABOUT ADVERTISING?
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6 BILLION+ADDICTION (we look at our phones 150 hmes a day)
+USAGE (they are with us 24 hours a day/7 days a week)+VALUED (we store our most personal data on them)
= MASSIVE ADVERTISINGOPPORTUNITY?
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A. The time spent on mobile is not like time spent on the web or TV, or print.
Q. Why is mobile advertising not aseffective as other media?
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AD-‐FUNDED GROWTH
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$1,500,000,000,000
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$1,500,000,000,000
IT DOES NOT CARE ABOUT ANYONE IN THIS ROOM
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$1,500,000,000,000
IT DOES NOT CARE ABOUT ANYONE IN THIS ROOM
MOBILE ADVERTISING=0.33%
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AD-‐FUNDED GROWTH
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AD-‐FUNDED GROWTH CONSUMER-‐FUNDEDGROWTH
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RESOLUTION
CONNECTION
CONTROL
INFORMATION
CONTENTMENT
MOBILE MEETS FUNDAMENTAL HUMAN NEEDS
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Nokia 6600 2005-‐2008
Blackberry Bold 2006-‐2009
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Nokia 6600 2005-‐2008
Blackberry Bold 2006-‐2009
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INFORMATION
HAPPINESS
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SELLSY’S GUIDE TO MAKINGMOBILE WORK
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DON’T DO BANNERS -‐ UNLESSYOU WANT TO DO THEM PROPERLY
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“We think most mobile adver0sing really sucks”
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MOBILE AD RULES:
RELEVANCE
CLEAR CALL TO ACTION & REWARD
OPTIMISED & SHORT USER JOURNERY
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44% -‐ BELOW IPO PRICE
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FACEBOOK MOBILE ADS ONLYSEEN BY 3-‐13% OF USERSt
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THE APP RULES
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Getjar June 2010Friday, August 3, 2012
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JUST BECAUSE YOU CAN,DOESN’T MEAN YOU SHOULD
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“THE TIGER WOODS RULE”
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A BRANDED APP SHOULDBE FROM THE BRAND
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A MOBILE OPTIMISED SITE ISNOT AN OPTION
IT IS AN ESSENTIAL
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+125% INCREASE IN SALES
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SMALL SCREEN -‐ SMALL OFFER?
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“WHAT DO YOU WANT FROM MOBILE?”
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“WHAT DO YOU WANT FROM MOBILE?”
“EVERYTHING”
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“WHAT DO YOU WANT FROM MOBILE?”
RESULT = 800% INCREASE IN MOBILE SALES
“EVERYTHING”
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BRANDS DON’T JUST NEED APPS
THEY NEED PLATFORMS
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1 MILLION DOWNLOADS
5 STAR RATED
AVAILABLE TO NON-‐BARCLAYS CUSTOMERS
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THE PRODUCT IS THE COMMUNICATIONS
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VALUE
BRANDXY
AGENCY JOB: INCREASE PERCEIVED VALUE
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VALUE
BRANDXY
AGENCY JOB: INCREASE PERCEIVED VALUE
MESSAGING
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VALUE
BRANDXY
AGENCY JOB: INCREASE PERCEIVED VALUE
MESSAGING
ACTUAL VALUE
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USER EXPERIENCE IS EVERYTHING
USER EXPERIENCE IS EVERYTHING
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Removed one field = $8m increase in revenue
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DELIGHTFUL DULL
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IT’S NOT ALWAYS ABOUT RICHENGAGEMENT
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iPhone 5??
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REMEMBER: MOBILE AUGMENTSALL OUR REALITY
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MOBILE CAN AUGMENTALL YOUR TOUCHPOINTS
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FINALLY, A MESSAGE TO ADVERTISING AGENCIES:
IT’S NOT JUST ABOUT ADVERTISING....
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SO YOU WILL NEED NEW SKILLS:
SERVICE DESIGNERSUSER EXPERIENCE SPECIALISTS
MOBILE DEVELOPERSINTERACTION DESIGNERS
MOBILE CREATIVE
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Obrigado
@sellsy
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